Friedman Strategy Group

Jonathan Iuzzini, M.S.

A published psychology expert, Jon Iuzzini specializes in the way consumers’ identity influences their behaviors and purchase decisions.

We all have multiple aspects to who we are. Say you’re a husband, golfer and Seinfeld fan. Or a mother, swimmer, and CEO. When buying a car, do you choose a Lexus or a Prius? Jon’s research suggests the answer depends largely on which aspect of your identity is active when you decide.

Jon regularly moderates focus groups, facilitates ideation workshops and consults on using evidence-based research findings into communication strategies. He has served as faculty member at Texas A&M, Maryville College, and Hobart and William Smith Colleges. His research has appeared in some of the world’s leading psychology journals.